Bad to the Bone Apparel


BTTB, Inc.

About This Project

We were approached with a cool brand idea based on the iconic phrase ‘Bad to the Bone’, coined by rock-legend George Thorogood in his widely successful 1982 song. The song is still popular to this day and is played at many major sports event. As always, we were up for a new adventure. 


First we designed an initial look book of potential logos/brand identity and a variety of potential products. We then established a brand story along with a photoshoot of lifestyle images to help define the target demographics. Then we created actual designs for a line of t-shirts, hoodies, hats and beanies, bandanas and other items. Including building an e-commerce website.


We were even given the challenge of designing and building a 10′ by 10′ exhibition booth for MAGIC (a major fashion trade show in Las Vegas) to introduce the brand to potential retailers. We gave the booth a cool, vintage rock ‘n’ roll impression. We then took the brand on the road with a booth at the Stagecoach Country Music Festival, which takes place in Indio, CA.